Role in IT decision-making process:Align Business & IT GoalsCreate IT StrategyDetermine IT NeedsManage Vendor RelationshipsEvaluate/Specify Brands or VendorsOther RoleAuthorize PurchasesNot Involved

Work Phone:

Company:

Company Size:

Industry:

Street Address

City:

Zip/postal code

State/Province:

Country:

Occasionally, we send subscribers special offers from select partners. Would you like to receive these special partner offers via e-mail?YesNo

Your registration with Eweek will include the following free email newsletter(s):News & Views

By submitting your wireless number, you agree that eWEEK, its related properties, and vendor partners providing content you view may contact you using contact center technology. Your consent is not required to view content or use site features.

By clicking on the "Register" button below, I agree that I have carefully read the Terms of Service and the Privacy Policy and I agree to be legally bound by all such terms.

Apple's Oct. 4 Media Briefing: 10 Things You Won't Hear About

News Analysis: Apple will be holding a special iPhone media briefing on Oct. 4. While Apple isn't saying exactly what it will talk about, there are a number of things we can be fairly sure it won't talk about.

Even so, speculation abounds over what Apple will announce at the event. Will it show off two new iPhones? Will it unveil the new iPad along with it? Will Tim Cook discuss his strategic vision for Apple or talk about Steve Jobs? At this point, it's anyone's guess what Apple might discuss.

However, as the big day inches closer, it's becoming a bit easier to predict what Apple won't talk about at the event. As history has shown, Apple events are marked as much by those things the company announces as the things that it doesn't talk about. Right now it might be the things that it won't talk about that are more predictable.

Read on to find out what Apple will not discuss at its Oct. 4 iPhone event.

When Steve Jobs announced that he was stepping down as CEO of Apple to take over as chairman of the company's board of directors, it was an end of an era at the world's biggest technology firm. Apple fans and the many others who follow the company were understandably concerned about Jobs' health following that announcement. However, don't expect Apple to talk about their co-founder's health status at the iPhone event. As Apple has proved in the past, it believes Jobs' health is a private matter, and it will stay that way next week.

3. Tim Cook's plans for the future

As the new CEO of Apple, Tim Cook has yet to fully detail what his ideas are. For now, it appearsCook is content to simply follow Jobs' strategy and continue to make Apple an innovator in the marketplace. What's more, Cook apparently wants to maintain Apple's renowned secrecy. So, at the iPhone 5 event next week, don't expect Cook to divulge his plans for the future.

4. New iPods

Over the years, Apple has unveiled new iPods in September. But as the month comes to a close, it's becoming apparent that that won't happen, prompting some to wonder if the company will talk about iPods at its iPhone event. It won't. iPods simply aren't as important to Apple any longer, and it seems that the company will show off new versions of those devices whenever it gets around to it-not sooner.

5. The long-rumored music-streaming service

Even since Apple acquired Lala in 2009, there has been rampant speculation that the company will be launching a music-streaming service. The whispers grew louder earlier this year when Apple unveiled iCloud. But so far, Apple has not committed to music streaming, and it's quite likely the company is having trouble inking deals with record labels to make such a service work. So, at the Oct. 4 event, those hoping to hear about a music-streaming service will once again be disappointed.